Consumer Behaviour: Buying, Having, and Being 6th Edition

In an example of _____________, Volkswagen set up a series of outdoor marketing experiences where they put the "Fun Theory" to the test. This is basically the notion that if you make it fun, people will do it. In one example, VW installed musical keyboard bars as stairs in a subway

Levi's Jeans is marketing a new line of shoes, made to look old by employing a "distressed look." This practice is called: a. retro. b. new vintage. c. retired. d. trickle-down. Answer: b b b When purchase decisions are made under conditions of low involvement, often the consumer's decision results from cues in the shopping environment, such as surprise

One of the byproducts of the increase in popularity of tattoos is the desire to have a tattoo removed due to what some physicians call "tattoo regret." a. True b. False Answer: a a a Al was considered a low self-monitor, so when he purchased running shoes he was not concerned with the impressions they made on

Some current theorists say that people do not exhibit a consistent personality across different situations; they argue that the personality construct is merely a convenient way to think about other people. a. True b. False Answer: a a a Consumers' beliefs about a product are affected by information they receive through marketing communications. When the communicator's knowledge about

Mary grew up when the mini skirt and the Beatles were the rage. She came from which of the following age sub-cultures? a. Generation Y b. baby boomers c. baby busters d. baby boom echo Answer: b b b In its advertising, MasterCard (MC) shifted the emphasis from glamorous affluent professionals to "ordinary" people with everyday uses for the

Social mobility refers only to upward social class movement. a. True b. False Answer: b b b In the non-Christian world, the story of Adam and Eve would be considered a Christian metaphysical myth. a. True b. False Answer: a a a Which of the following most accurately describes one of linguist George Kingsley Zipf's findings in the 1930s? a. People prefer English titles on

One of the fundamental premises of the modern field of consumer behaviour is that people often buy products not for what they do, but for what they: a. cost. b. mean. c. look like. d. promise. Answer: b b b Sharon was asked to conduct a free recall test of a sample of potential customers. She did this correctly

In a study of a beer advertisement, two executions were prepared, one in masculine terms and the other in feminine terms. What kind of people preferred this execution of the ad: "Brewed with tender care, X Beer is a full-bodied beer that goes down smooth and gentle." a. those whose self-ratings

In China, Cadbury Schweppes makes its Cadbury milk chocolate less milky and less sweet than in North American markets. This reflects paying attention to a: a. ritual. b. superstition. c. food culture. d. implicit belief. Answer: c c c Within each culture, there are usually beliefs or a set of underlying goals most people agree are important. Values that

The more an item is available, the more attractive it becomes. a. True b. False Answer: b b b As a marketer, you would use psychographic segmentation for all of the following EXCEPT: a. developing overall strategy. b. positioning the product. c. identifying characteristics of those with destructive consumption behaviours, such as drug use or excessive gambling. d. measuring market volume. Answer: d d d Thelma

The elaboration likelihood model (ELM) refers to the nature of counter-arguments a consumer makes when listening to a persuasive message. a. True b. False Answer: b b b Body decoration or alteration is often used to distinguish group members from nonmembers. a. True b. False Answer: a a a The Michelin Man is an example of anthropomorphism. a. True b. False Answer: a a a Affiliation needs can be satisfied at

Shoppers Drug Mart periodically videotapes consumers and how they interact with new point-of-purchase displays in the cosmetics department. This is an example of: a. conducting qualitative research. b. conducting experimental research. c. conducting observational research. d. tracking data on digital networking behaviour. Answer: c c c A car advertiser says its cars are the most expensive within the model class

The dimensions or qualities a consumer uses when judging the merits of competing purchase options are called: a. purchase options. b. alternative rules. c. evaluative criteria. d. functional categories. Answer: c c c A cultural system consists of three functional areas: a. ecology, archeology, ideology. b. social structure, race, partisanship. c. ideology, environment, social structure. d. ecology, social structure, ideology. Answer: d d d The term grey marketusually

A marketing study found that respondents believed that a dark-haired model would be more effective in selling gold jewelry than would a blond-haired model, if the dark-haired model were not perceived to be ethnic. What two ideas of using celebrities as communication sources are most likely to be in play

Martin is a member of an online buyers' club that reinforces purchasing behaviour by giving him prizes that increase as he increases his purchases. This is known as a form of: a. frequency marketing. b. stimulus reward. c. conspicuous consumption. d. uncontrolled purchases. Answer: a a a Ryan and Jo were talking about which car was the better buy

When a consumer expresses dissatisfaction about a product to friends, and/or boycotts the store,this is termed: a. preference response. b. private response. c. second-party response. d. third-party response. Answer: b b b Tilden, a movie critic, recently reviewed the James Bond movie Sky Fall. Tilden is a: a. product selector. b. creative subsystem member. c. production manager. d. cultural gatekeeper. Answer: d d d In 2006, Sony launched

Research has shown that Mexican firms are less likely to have formal codes of ethics and more likely to bribe public officials than are American or Canadian companies. This demonstrates that: a. business practices can be unethical without being illegal. b. social marketing is not important in Mexico. c. cultural values and beliefs

A marketing message is a special type of an attitude object. a. True b. False Answer: a a a What will baby boomers not spend more on than other age cohorts? a. being connected through electronic media b. food c. apparel d. household furnishings Answer: a a a Claire remembers that uniquely wonderful taste that can only come from a "frosty mug" of root beer. As she

Teenagers in every culture show conflict as they make the transition from child to adult. Marketers must understand the nature of their conflicts to appeal to these teenagers successfully. Research done by Saatchi & Saatchi advertising agency found that all of these are common themes of conflict for teens EXCEPT: a. desire

A new type of Sheer brand pantyhose would be viewed as a discontinuous innovation. a. True b. False Answer: b b b The reason that a person would be willing to be tattooed now, who would not have considered it 20 years ago, shows the power of gender-role categorization. a. True b. False Answer: b b b When Naomi went to teach English in

Maslow's hierarchy of needs approach implies that the order of development of motives is fixedthat a certain level must be attained before the next higher level is activated. a. True b. False Answer: a a a Products that customers put on the subordinate level always have at least one thing in common. a. True b. False Answer: a a a A prestigious luxury car advertiser

All of the following are true about the trickle-down theory of fashion, EXCEPT: a. it is useful when a stable class structure exists. b. status symbols trickle down from upper to lower classes. c. upper and lower classes are easily identified. d. consumers tend to be more influenced by opinion leaders. Answer: d d d Each of the following

In Freudian theory, the system that acts as a person's conscience is the: a. mores b. ego c. superego d. id Answer: c c c Consumers who see the global success of a brand as a signal of quality and innovation are referred to as: a. global dreamers. b. global citizens. c. antiglobals. d. global agnostics. Answer: b b b Classic western movies and family sitcom shows generally

A coffee chain could not understand why its new commercial was not successful at improving sales . The commercial, which showed its latte followed by a jingle, had aired for a month on popular television stations. This commercial was not successful because: a. television advertising is not an effective medium for

Debra has a good job in a growing company, but has returned to live at home with her parents. What effect will this typically have on her spending behaviour? a. She is likely to invest a lot of her income. b. She will allot most of her income to the family purse. c.

VALS divides people into eight groups according to both psychological characteristics and resources, which include such factors as income, education, energy levels, and eagerness to buy. a. True b. False Answer: a a a The term mood congruencyrefers to the fact that: a. judgments are often consistent with our mood states b. recall is more accurate when the same

All of the following are examples of cultural gatekeepers, EXCEPT: a. casting directors. b. radio programmers. c. opinion leaders. d. textbook authors. Answer: c c c All of the following are a strategic application of multi-attribute models EXCEPT: a. capitalize on a brand's relative advantage. b. strengthen perceived product-attribute links. c. extend a product's life cycle. d. add a new product feature. Answer: c c c Many 20-somethings

Trisha grew up in a drug-ridden inner-city neighborhood. Through sheer determination and intelligence, Trisha is now a medical doctor teaching on the staff of a large university hospital. Trisha is proud of what she has accomplished, but sometimes she feels like she isn't quite sure who she really is. The

In China, an economic decline is rapidly decreasing the size of the middle-class segment. a. True b. False Answer: b b b The "nuclear family": a. consists of three generations living together, often including grandparents, aunts, uncles, and cousins. b. refers to that generation of youngish adults charged with supporting their parents as well as their own children. c. consists

The fashion processes affect all types of cultural phenomena. a. True b. False Answer: a a a Self-consciousness with consumers may vary from situation to situation. a. True b. False Answer: a a a Sharon is upset with her secretary. Though everyone in the office agreed not to give Christmas presents this year, Sharon's secretary gave her an expensive bottle of perfume. Which of

Doritos have capitalized on _________ in their memorable Superbowl ads. a. spokescharacters b. social marketing c. green marketing d. consumer-generated content Answer: d d d The ad from Salesgenie.com that depicted two animated pandas who spoke in heavy Chinese accents was pulled because its use of ___________ was seen to be offensive. a. vulnerable consumers b. country-of-origin associations c. racial profiling d. ethnic

Two versions of the same message, one in visual form, the other in verbal form, elicit different reactions. Pictures are found to be superior in affecting evaluations of utilitarian aspects of the product. a. True b. False Answer: b b b Lane was required to do a research project for a marketing class. He selected 100 people

Scott thought of himself as a very successful marketer. He created a campaign with a product logo that was very popular and that customers associated with a quality product. It was so popular that, in a few months, the logo began to appear almost everywhere. Instead of increasing sales of

When the stimulus presented is below the level of the consumer's conscious awareness, the result that occurs is called: a. oblivescence. b. stimulus differential. c. the limen. d. subliminal perception. Answer: d d d As a customer's product knowledge continually increases, what typically happens to the amount of search conducted by the consumer? a. It will continually increase. b. It will continually

Some workers calling to raise money for a charity will purposely ask for more money than the person on the phone is willing to give. They then ask for the lower, but normal, contribution. The charity workers are attempting to create cognitive dissonance to their own advantage. a. True b. False Answer: b b b Ian discovers the

Erika and Hans, aged 21 and 22 years, have shared many different experiences: a U2 concert in Brussels, skydiving in Bonn, and sailing in the Irish Sea. Erika and Hans could be said to be part of the same age ________. a. identity b. cohort c. delineation d. culture Answer: b b b Baby busters is another word for: a.

When Cathy buys cereal, she tends to buy well-known brands such as Kellogg's. According to Horney's research, she can be described as: a. detached. b. aggressive. c. compliant. d. passive. Answer: c c c For marketers, the appeal of nostalgia is important because of all of the following, EXCEPT: a. adults over 30 are particularly susceptible to feelings of nostalgia. b.